Tag: design with soul

2017 was a big year for Reiss. After a summer internship and a year of working part-time, Reiss became a full-time member of the loft team once he finished his studies in July. Anybody that knows Reiss knows he is an incredibly talented guy with exceptional basic skills, an uncanny ability to generate ideas out of no-where and he’s a great wordsmith too. His puns are quite the thing of legend in the studio.

As expected Reiss eased into his new role and quickly became a pivotal part of the team adding the role of ‘Director of Client Happiness’ to his design responsibilities. Already an exceptional creative-thinker and problem solver, he added some real weight to his development skills throughout the year culminating in several exceptional pieces of creative work which we’d love to celebrate.

Although we always work as a team at the loft, we wanted to take a moment to value individual contributions to creative projects and Reiss really delivered tremendously in 2017, these were some of his highlights.

1. Cashback Infographic for Inspiring Scotland

Quite possibly the highlight of the year for Reiss was his interpretation of the positive information for ‘Cashback for Communities’ for Inspiring Scotland. The programme involves taking the proceeds of crime and re-investing it back into local communities for young people — £20,000,000 has been re-invested into improving life opportunities since 2014. The programme is led by the Scottish Government alongside Inspiring Scotland and Reiss took an incredibly large amount of information and alongside his cohort Laura developed a beautiful illustration-infographic hybrid depicting a wonderful tale of the programme. The interpretation of the individual mini-stories where Cashback has made a difference in the community is a real highlight. The infographic has been such a success that it adorns the walls of the offices at Inspiring Scotland as well as The Scottish Government.

2. SOCEX Financial Crime Conference Brochure

The loft has worked with the event organisers for The Serious & Organised Crime Exchange (SOCEX) since 2015 and have since created a number of set-piece conference brochures. Reiss took the lead with the latest instalment — The 2017 Financial Crime Conference in November. Reiss built on the visual frameworks of previous brochures but where his creativity really shone through is with the imaginative, purposeful and almost iconic design of the front cover which cleverly shows two people exchanging ideas – ideas that are all emblematic of themes being dealt with by the conference. A beautiful, abstract and fitting depiction for the newly formed financial conference. We can’t wait for the 2018 events…

3. Arcman Winter Campaign Image

Our Reiss is an accomplished wordsmith and real creative thinker. Never was this more beautifully brought to life than with his campaign image and advert for the winter edition of print magazine ‘Urban Realm.’ Building on the Christmas theme – Reiss cleverly realised that the ad created for Arcman was going to be seen just as much in January as December so beautifully saw past the obvious Christmas theme and instead brought the sentiment of ‘getting back to wor’k to life. A Christmas calendar with the various services of Arcman as windows remain in place but are all secondary to those strong words ‘The Holidays are over. Let’s Get To Work.” In-keeping with the company values and a real success.

4. Introducing ‘the pigs’

Reiss has an absolutely wonderful imagination and a real ability to creatively communicate information. Part of his role as ‘Director of Client Happiness’ is to share best-practices with others in the team. His creative ability was on full-display when he introduced a series of odd-looking creatures to us as his way to demonstrate his ideas for ‘Client Happiness.’ These little creatures which we affectionately christened ‘the pigs’ have since found their way into many parts of the loft’s brand presentation in 2017.

5. ‘MAKING METAL WORK’ for Arcman

Once again Arcman were looking for a series of print ads for the Urban Realm annual, something which would demonstrate the high-energy nature of their service, commitment to clients and desire for excellence. Reiss came up with a rather simple concept but one which really shone. He mixed the excellent photography of Malcolm Cochrane with an exceptionally well-selected typeface to bring the vibrancy of the Arcman message to life for print, digital and everything in between… The campaign advert was so widely liked by the company founder Jamie Doak that it proudly adorns his I-Phone and is mounted on the front of the Arcman workshops.

Reiss was a huge part of the loft’s success in 2017 and we can’t wait to see what ideas, graphics and even puns he has up his sleeve for 2018.

We’re not just talking about secret handshakes here — having a sustainable relationship with a client solidifies the aspect of trust and results in many more seamless projects.

Here are some top tips to going the extra mile…

Memory Game — Note any interesting points about the client that you can bring up in conversation, i.e. they have mentioned that they are hiring within the company, ask how the hiring process is going and show that you are genuinely interested in their business. Remember names; we will be interacting with many different clients so knowing exactly who you will be speaking to may seem like common sense, but it is something that can have a big effect on client conﬁdence in yourself and the team.

Make An Appearance — Jump at the chance to meet the client face to face. The difference this makes to the relationship is big, clients will feel much more comfortable talking to you in the future after your ﬁrst encounter.

Match Their Energy — Are they excited? Copy this behaviour, and then some; if a client is excited about a project, match their excitement, plus 1. This goes for if they are quieter too; don’t bounce around the room with excitement if the client is more introverted — match their tone of voice plus 1 in order to build trust and rapport.

Our Business — Treat their business as your own; learn about the product/service beforehand and show a genuine interest in what they do. Not only will this bring your passion forward for the client to see, but it makes it easier to work on a project you have an interest in.

Remember that when it comes to relationships, it takes two to tango.

Now that we’re done scratching one another’s backs, we’re well on our way to working harmoniously with our clients. What a journey! Try to remember these little tips and your passion for graphic design will shine through in every project you star in.

It’s been a pleasure,

Reiss, Designer & Director of Client Happiness.

Reiss is a multi-purpose designer with a broad range of skill-sets.

He loves being a part of any creative activity — whether it’s mapping out a user experience, getting his hands dirty with some copy or even re-building bits of his motorbike.

A born people-person, Reiss is never happier when showcasing ideas from his vividly wild imagination and working with clients to see them through to completion. Once an architect, he has a keen eye for conceptual ideas and never tires of learning new things.

Doing the thinking for the client is wonderful for your relationship; additional content can really make their job easier.

Here are some top tips to going the extra mile…

Stop & Think — Sometimes, doing the thinking for the client can earn you a lot of brownie points. This lets your passion shine through for the project.

Never Over-Promise — The trust you have with your client will be hurt and they made look at you in a more negative light — understand what you can deliver and make sure it’s on time.

Additional Material — Supplying the client with additional material that can show them potential directions for the future and will maintain a positive relationship. If there is any area you can improve on with regards to making the process easier for the client then it should be implemented. For example, providing clients with not only the print format for some of their work but also a digital RGB version that has been cropped to social media sizes.

Take these tips into account and you will leave the competition in the dust.

Next week we will be looking at building brilliant relationships with clients.

Reiss, Designer & Director of Client Happiness.

Reiss is a multi-purpose designer with a broad range of skill-sets.

He loves being a part of any creative activity — whether it’s mapping out a user experience, getting his hands dirty with some copy or even re-building bits of his motorbike.

A born people-person, Reiss is never happier when showcasing ideas from his vividly wild imagination and working with clients to see them through to completion. Once an architect, he has a keen eye for conceptual ideas and never tires of learning new things.

Lack of communication is a big no-no. Having clear communication channels with your client’s ensures that both parties are heading in the right direction.

Here are some top tips to keeping in contact…

Emails

Make it very clear what your intentions are in the email; clarity is key to communication.

Always summarise and reiterate what a client is looking for.

Triple check spelling; especially when it comes to names/subject.

Communicate in a professional manner, but do not shy away from expressing your excitement on projects and work.

Phonecalls

A lot of clients are comfortable speaking over the phone, it adds a more human element and the clients are more likely to express their true opinions in this form of communication.

Phone calls are for less formal/time constrained situations — emails give you important information that is written in text that we can refer back to.

If the client has made a lot of points, it can be very helpful to send them a summarised email of the conversation via email after the conversation
for clariﬁcation.

So let’s be sensible when sending emails or answering the phone; make it so that your granny could understand you. You never know, she might be your next client…

Next week we will be looking going the extra mile, adding that cherry on top design sundae.

Reiss, Designer & Director of Client Happiness.

Reiss is a multi-purpose designer with a broad range of skill-sets.

He loves being a part of any creative activity — whether it’s mapping out a user experience, getting his hands dirty with some copy or even re-building bits of his motorbike.

A born people-person, Reiss is never happier when showcasing ideas from his vividly wild imagination and working with clients to see them through to completion. Once an architect, he has a keen eye for conceptual ideas and never tires of learning new things.>

What’s more important than the precious moments you get to spend with your client, one-on-one, excitedly discussing the direction of the project? You guessed it — nothing (apart from the boss’s birthday).

Fast-paced and full of ideas; your meetings should aim to clarify with clients and gather crucial information.

Here are some top tips for hosting a top meeting…

Timing is Key —No one likes to be late to a meeting, let alone turn up on a wrong day! Be very clear with your clients when deciding on a meeting time/place, no more awkward moments of confusion. If you can scope out what your client is looking to achieve in the meeting as well — even better!

Ideas, Not Problems — Extra brownie points for those who can sketch on the spot. Transferring the client’s words to paper in a visual form is a fantastic way to get the client excited about the project and gain their trust.

Small Ideas Sheet = Big Success — By creating a small ideas sheet and taking it to potential clients it shows that you are prepared and know what you are talking about. Having already thought out the client’s ideas and solving problems beforehand lets the client know that we’re serious about their business and are already invested in what they do. These sheets should be loose, giving the presenter a point of reference, maybe some initial sketches; essentially a conversation starter.

In conclusion; meetings should be your best friend! A brilliant time to get some juicy information from your clients, maybe even a bit of gossip if you’re lucky. Next week we’ll have a look at communications; the connection with your clients that keep you on the right path.

Reiss, Designer & Director of Client Happiness.

Reiss is a multi-purpose designer with a broad range of skill-sets.

He loves being a part of any creative activity — whether it’s mapping out a user experience, getting his hands dirty with some copy or even re-building bits of his motorbike.

A born people-person, Reiss is never happier when showcasing ideas from his vividly wild imagination and working with clients to see them through to completion. Once an architect, he has a keen eye for conceptual ideas and never tires of learning new things.

We shall start our clients journey with presentations — something that can turn even the most confident designer into a shrivelling, sweaty mess.

But do not fret, there are ways to bypass the instinctive flight option.

Here are some top tips to holding a killer presentation…

Practise Consistency — No two presentations are the same, but that doesn’t mean you can’t keep them consistent.

Preparation Is Key — We use different layouts for different stages of presentations. Winning a pitch is, of course, important to us, so being prepared is a key part of that. Concept presentations should be slightly more reﬁned, clearly outlining our thought process behind each concept in a concise manner. If the wording is too long, the concept isn’t strong enough to be explained in a couple of sentences. These presentations include initial sketches, maybe some illustrator mock ups and strong reference material.

Know Your Audience — If you are designing for someone with particular taste, you should tailor the entire process to their mindset, including presentations. Some clients are decision makers and like to have the important stuff bullet pointed. Others like to get into the detail; design accordingly.

Final Presentations — These should be much more honed in on a speciﬁc idea, showing slight variations on the chosen concept. Again, make these changes as clear as possible so that the client’s job of choosing one is made simpler. We want the entire process to be as easy as possible for the client, in turn making it easier for the team.

Next week we will be having a look at meetings (actually talking to someone face-to-face, imagine that?!).

Reiss, Designer & Director of Client Happiness.

Reiss is a multi-purpose designer with a broad range of skill-sets.

He loves being a part of any creative activity — whether it’s mapping out a user experience, getting his hands dirty with some copy or even re-building bits of his motorbike.

A born people-person, Reiss is never happier when showcasing ideas from his vividly wild imagination and working with clients to see them through to completion. Once an architect, he has a keen eye for conceptual ideas and never tires of learning new things.

At the loft, we love welcoming clients into our design world. With that in mind, this week I thought I’d take some time to focus on some of the most frequently asked client questions — giving you an initial insight into our world.

What is graphic design?
Technically, it’s the art or skill of combining text and pictures in advertisements, magazines or books. We see graphic design slightly differently. We see it as a way of effectively communicating your message to your target audience, finding the perfect balance between function and aesthetics. We see it as bringing ideas to life.

Why use a design studio in the first place?
Simply put, we make the whole process easier. From finding the most effective way to communicate your message to saving you time and money in the long run, creating finished pieces that are focused on the target audience, formatted correctly and ready to go to print or be used digitally.

How much will my design cost?
Costs can completely vary depending on the project. Unfortunately, there is no ‘one price fits all’ answer to this question. Typically, a branding project can cost anything from less than £1,000 (freelancer) to over £15,000 (large design studio) and anywhere in between. How much you spend on your project depends on a number of variables, most importantly being the longevity of the design. If you are a smaller start up company who is unsure of how your company will progress over the next year, it might be more cost effective to start with a freelancer or smaller design studio. To discuss a project and get a better idea of our costings, please don’t hesitate to get in touch.

How long will it take to complete my design work?
Again, this varies dependant on the project. We tackle anything from small one-day projects to bigger, year-long projects. For example, a website can take anything from a couple of weeks to a full six-month project, dependant on its variables. However, no matter the size of a project, we always complete our full design process — from gesture sketches to concept creation to development of the final outcomes and everything else in between. If you have a deadline you need to meet, we are more than happy to accommodate that.

What services do the loft offer?
We offer a range of services, each of which we love getting involved with. We offer graphic design, web design, brochure design, identity design, infographics, art direction, brand love (creating a brand that not only you love, but one that your team and customers will love too), video, packaging, complex 2 simple (creating solutions that help a company prepare their new products and services for the market) , campaigns and vision, mission and values. You can find out more about our full range of services here.

Laura, Designer & Director of Noise

Miss Noisy! The team’s very own socialite and one who masters every situation she finds herself. Laura is the lady for every occasion. She has a formidable array of skills as a creative, diplomat, agony aunt, blogger, Tweeter, art-director, team player and our own favourite — noisemaker. A more perfect dinner companion, you will be hard-pressed to find.

At the loft, we treat clients budgets like they were our own and look to make them stretch as far as possible. So to best help you maximise your budget for creative projects, we’ve put this handy wee guide together.

Before we get started.

Creative companies bill for time so your final quote is only ever based on two things – (the numbers of hours for a project) x (the agency rate.)

This guide helps you maximise that time to maximise the value you receive.

Accurate Briefs Remove the Guesswork
An accurate brief removes a lot of the time spent on guessing. The quicker we can hone in on the tangible items of a project (number of website pages, style of infographics, types of print techniques required, etc,) the quicker we can focus on those solutions. If you want to know what goes into preparing a good brief check out this post >>>

Leverage Content
Re-using content over different formats is an excellent way to maximise value. For example, can that infographic being used in the corporate brochure also be used on the company website? Could it also be used in the next press release? Could it be put on the factory wall? Could it be divided into different elements and shared on social media? Always look for ways to get a 2nd/3rd/4th use out of absolutely everything.

Talking of social media, team images for the website can be re-formatted for LinkedIn profiles, copy for web-projects can be re-used as mini-campaigns, etc.

Creative Flow
Creatives work best when they are in ‘the flow.’ For those that really want to maximise the value of creative work — prepare as much stuff for your creative to do at one-sitting as you can and take advantage of the creative flow. This can be having all of your people together to get all of your photographs done on-site on the same day or having all of the information ready for your case-studies when sitting down with your copywriter or making sure that the designer working on your infographics has all of the information they need to tackle developments. An un-interrupted workflow really helps the people working on creative projects

Minimise Page Styles
This is a big one. One of the most time-consuming parts of creative projects is the additional effort invested in creating multiple page styles for projects like brochures or websites. Having pages with lots of different styles does make the final solutions more interesting but the creation of new frameworks is time-consuming. What’s more – lots of different page styles can confuse a viewer – it is the reason big brands have very consistent guides for brand communications. If you want to minimise costs for larger projects? Suggest to your creative company to ‘minimise the number of pages styles.’ They’ll know what you mean, respect your pragmatism and re-double their efforts on great content.

Piggy-back Off What’s Gone Before
All creative companies, even those providing the most bespoke of bespoke services, use general templates from what they have done before for brochures, websites and other large projects. As we said above, the creation of new templates is time-consuming and energy intensive, so if you are able to use a template that has already been created, developed and tested by your agency – there are massive savings to be had with no detriment to quality. You are switching the scope of the project from creating a new template to customising a template with obvious savings. How does that work in practise? Simply look at previous examples your agency has done before and ask them for ‘something like that’ and point out what you like.

Blink First
With budgets, blink first and lets us know where you are comfortable – we can then more quickly make a decision in how best to help. You’ll be amazed at the amount a great company can do to stretch tight budgets.

Think Long-Term
The more you can give work to one freelancer or company — the more they are likely to reward you for your loyalty. This may be a better rate or even some free extras. Always best to think long-term.

And that’s a wrap. We hope that is helpful in allowing you to maximise whatever creative budget you have, if you have any questions, don’t hesitate to contact us.

Benedetto

Benedetto is an ideas-driven Creative Entrepreneur. He is on a mission to unleash the power of creativity to create a better world – for people, business and society. He is the founder of the loft, a design and branding house which operates worldwide helping companies bring their brands to life in the most imaginative and effective ways possible. A real man on a mission. Benedetto likes to make things happen and happen fast and in a big way. He wants things done yesterday and is relentlessly driven in his quest to make tomorrow better than today for his company, the people he serves and the wider community.

For many, just knowing where to start can be the biggest challenge with web-design projects – whether it is the content you’re going to require, where everything goes or how to link it all together. With that in mind, we’ve put together an easy-to-read comprehensive and fast-paced guide to help you fill in the gaps and make a strong start. All questions we’d ask prospective clients – this is everything you need for website projects.

1. What’s the purpose of your new site?
What’s your new website for? Could it be to communicate a change of direction for the company? Show a new brand position? Generate more sales? Introduce E-Commerce functionality? The clearer a picture we have of the end goal, the more we can help you find ways to achieve that goal.

2. Can you provide some info on your company?
Let’s talk about you a little. Some info on your organisation helps us get a feel for who you are and what you stand for.

Any of the following is helpful.

– What does your company do?
– What makes your company special compared to others?
– Does your company have any specific vision, mission or values?
– Any other info?

Company documents, links to your current website or social media pages all work.

3. Who’s the target audience?
Another big one. We want to ensure that your new site reaches the right people and engages them in the right way. What can you tell us about the people you are targeting?

Are they…

Young/Old?
Male/Female?
Fun/Serious?
Take their time/Don’t have time to waste?
Are there any specific legibility issues to consider?
Anything else ?

If you’re targeting all of these people, this is fine – we can factor that in too.

4. Who’ll manage the website after we’re done?
Once the project ends, it is likely that somebody from your team will take over the reins.

We’d like to know the following about the person we hand over too.

– What would be their preferred platform to use (WordPress/Umbraco/Squarespace/Other?)
– Are they (Beginner/intermediate/advanced?)
– Is any training required after the site is built?

5. Tell us about the individual pages of your new site?
One of the first things we do with your site is put together a site structure – this will include pages, menu and any additional functionality.

What we need to know?

– How many pages?
– What goes on those pages – images/text/graphics/video?
– How will the pages link together?
– Any additional features you would like on those pages?

What do we have and what do we need to create? (This can include any of the following.)

– Photographs of the people in the company/ main products/ services.
– Written copy to go on the site, this is likely to include about-us text, service text, etc…
– Graphics or infographics to highlight key statistics, customer data or product features/benefits.
– Any videos you have sitting on YouTube/Vimeo?

Like we said, the more you can provide the better. Once again, don’t worry too much about what you don’t have, we can provide ideas to help with those areas that you are missing.

7. Any SEO goals for your new site?
If you have SEO goals, let us know what they are and we can look at ways to implement these into the site.

And finally any tools or measures you would like to take with the new or revised site?

8. Do you have brand guidelines?
We are designers, what can we say. Another favourite of ours, if you have them, we want them.

9. Crucial Functionality & Anything We’ve Missed?
There is a whole host of other functional things to consider with a new website.

These can include any of the following…

– Do you have web-hosting?
– If you require web-hosting, are there any particular things we should provide? Additional Security? Database Protection? E-Mail Systems?
– Do you have access to your domain name? If not, where can we source this?
– Do you have a partner that can assist with the technical part of the project – an IT company, Web-Development Staff or Separate Web Hosting Company?
– Any cookie requirements/legal statements to go on the site?
– Anything else we may have failed to mention not included on this list?

10. Time and Budget?
How long do we have and how much do you have to spend?

Starting with time…

Looking past the ‘Go-Live’ date, are there other dates in-between? Website projects can take months or more, so if we’re creating content, we want to make this available to you even sooner for individual campaigns, social media or other purposes.

Regarding budget…

It helps to know this as early as possible. It allows us to properly spec the project with regards to content, selection of platform, training, etc… Usually a ballpark of where you feel comfortable with minimum-to-maximum spends is fine. We can take it from there.

If you have a budget to manage and are looking for ways to maximise that don’t worry we have a post on that too, check it out >>>

And that’s us. Whether you have everything on the list or not, don’t worry, we can help fill in the gaps and don’t hesitate to contact us if you have any questions?

Benedetto

Benedetto is an ideas-driven Creative Entrepreneur. He is on a mission to unleash the power of creativity to create a better world – for people, business and society. He is the founder of the loft, a design and branding house which operates worldwide helping companies bring their brands to life in the most imaginative and effective ways possible. A real man on a mission. Benedetto likes to make things happen and happen fast and in a big way. He wants things done yesterday and is relentlessly driven in his quest to make tomorrow better than today for his company, the people he serves and the wider community.

Whether it is creating a cool cover, selecting the paper samples or agonising over the print techniques, brochure design projects tend to be one of those things that a creative enjoys doing the most. When clients approach us with their briefs for brochure projects – there tend to be a lot of unanswered questions regarding things like structure, content and printing. We’ve put this handy wee guide together to help answer some of these questions.

1. What would you like to achieve with your new brochure?
Before we get to creative questions, this is a big one. What’s your new brochure actually for?

Could it be any of the following.

– Introduce the company to new customers?
– Introduce a new product or service to market?
– Highlight the value of that particular product, service or maybe even a process?
– Something more objective – generate more leads/sales?
– Anything else?

Any info on the above really helps us, or another creative company, understand your goals for the project.

2. Tell us about the company/product/service?
Depending on what you’re hoping to achieve, it’s important to also know about the company/product/service being represented. It can be anything from what does the company do? What is the product going to be known for in the marketplace? Or any other info which helps us to better understand what we’re bringing to life?

3 Who’s the target audience?
At the loft, we want to ensure that the right messages are presented to the right people in the right way. Some people prefer to read things that are short and sweet, some prefer friendly pictures and others enjoy poring over technical information. The more you can tell us about the intended audience, the more we can design a brochure that fits.

Can you tell us, is your audience.

– Young/Old?
– Male/Female?
– Fun/Serious?
– Take their time/Don’t have time to waste?
– Anything else we need to know that we haven’t mentioned?

Of course, if you want to engage with all of these types of people that is fine – we can design that in too.

4. What about the Basics?
Now, we need to know a little about the brochure itself.

Can you tell us any of the following.

– Landscape or portrait?
– Number of pages?
– What goes on each page – images/words/graphics/ information tables/ other?
– Any legibility issues to design-in?

Any of the above which helps to fill in the gaps to what kind of brochure you’re looking for is helpful.

5. Do you have content?
Graphics, text, photographs – you’re brochure is likely to contain all three.

What do you have, what do you need and what can we help with.

– Available photography/stock photography you like?
– Any infographics or other graphics?
– Information tables?
– Anything we may have missed?

6. How about written copy?
One of the most important things about any brochure is finding great words that bring it to life. Do you have copy or would you like us or another to help?

Let us know.

– What you have?
– What you need?

We can help with the rest.

7. What would you like to do with printing?
Once all the hard work is done – you are going to have to print your lovely new brochure. There are a tonne of different options with paper and print techniques.

What we’d like to know…

– Do you prefer to work with a specific printer?
– How many examples will you need?
– Any favoured print samples/techniques?
– Any special requirements for the covers?
– Anything we may have missed?

As always, if you have questions, let us know? We’re all print nuts in the studio and love to help clients with their print requirements, so don’t be shy.

8. Do you have brand guidelines?
It wouldn’t be a loft post if we didn’t mention brand guidelines. In the nicest way possible – if you have them, we want them.

9. What are the key deadlines?
Getting to the nitty-gritty, how long do we have? As with all creative projects, we are guessing you’ll have a big deadline and clear completion date. Thinking beyond the big one for a minute – are there any smaller milestones?

If you have other stuff going on, let us know? Most brochure projects involve creating content, if we have this ready, we can make it available for you before the project is finished. Great for mini-campaigns, website updates, etc.

10. Budget?
Knowing a budget to work towards allows us to best decide on resources and plan effectively.

The following is helpful to kick-off with.

– Minimum-to-maximum budgets for the project?
– Any specific content budgets for printing/photography/copy/other?

Whether you have everything on the list or not, don’t worry, we can help fill in the gaps. Thanks for reading and don’t hesitate to contact us if you have any questions.

Benedetto is an ideas-driven Creative Entrepreneur. He is on a mission to unleash the power of creativity to create a better world – for people, business and society. He is the founder of the loft, a design and branding house which operates worldwide helping companies bring their brands to life in the most imaginative and effective ways possible. A real man on a mission. Benedetto likes to make things happen and happen fast and in a big way. He wants things done yesterday and is relentlessly driven in his quest to make tomorrow better than today for his company, the people he serves and the wider community.